PR ON THE GO January 17, 2024

Voyage into Visibility: Forecasting Travel PR Trends for 2024

We asked our PR and growth experts to share their predictions for travel PR trends in 2024. The industry experts share their insights and highlight the most impactful trends and their implications for future opportunities. From sports to "off-the-grid" tourism, explore key trends shaping the travel PR landscape today and beyond.

• Through the Lens of Ecotourism
• Leverage AI in Travel PR
• Highlight Culinary Tourism Appeal
• Leverage User-Generated Content
• Focus on Sports Tourism
• Showcase Sustainable Tourism Initiatives
• Market Actionable Journeys
• Prioritize Flexible Cancellation Policies
• "Off-The-Grid" Travel Offers

Through the Lens of Ecotourism

Emily Reynolds-Bergh, Owner at R Public Relations

"Ecotourism is a growing travel trend that should not be ignored in 2024. More creators and consumers want to travel to places where they know their tourism dollars are making a positive impact. Think safaris that help conserve endangered species and snorkeling tours that promote ocean health.

Extremely high-quality imagery through new photography and video technology will help creators and startups tell compelling conservation stories."

Leverage AI in Travel PR

Syed Lateef, CEO and Business Coach at SyedBNB

"In 2023, generative AI really made a splash, catching everyone's attention. A lot of us tried out chatbots and image generators, impressed by what this new tech could do. It looks like 2024 will be the year when travelers really start to use AI throughout their travel experience. We're already seeing travelers use AI to suggest hotels, plan their trips, and figure out the best time to book flights. For anyone in the travel business – like destinations, brands, and hotels – it's time to think about how easy it is for these AI tools to find your info and amplify your PR strategies. If your website has the kind of content these AI travel helpers are looking for, you'll be more likely to show up in their results and make the most of this trend next year."

Highlight Culinary Tourism Appeal

Tim Parker, Director at Syntax Integration

"Culinary tourism is becoming more and more popular as a PR focal point because people are looking for authentic culinary experiences. Travel PR may benefit from this trend by highlighting locations with a wide range of culinary options, distinctive food festivals, and regional specialties.

Prospective prospects could include working with chefs, regional food artisans, and culinary influencers to craft captivating stories that highlight the culinary diversity of vacation destinations."

Leverage User-Generated Content

Ronan McLoughlin, Founder at Dream Overwater Bungalows

"A noteworthy trend in travel PR is the increasing influence of user-generated content and social media in shaping travel narratives.

Travelers now share their experiences widely on platforms like Instagram, TikTok, and travel forums, creating a powerful impact on destination perceptions. Vacation industry professionals should actively encourage and leverage user-generated content, fostering authentic storytelling and building a community around their brand. Moreover, engaging with travel influencers who align with the brand's values can amplify the reach and credibility of PR campaigns.

Looking ahead, personalized and curated experiences will continue to be pivotal, and tailoring offerings based on user preferences, from unique itineraries to niche activities, will enhance customer satisfaction and foster positive word-of-mouth marketing. Embracing emerging platforms and staying agile in adapting to evolving digital trends will be key for future success in travel PR."

Focus on Sports Tourism

Ryan Santangelo, Ph.D., Founder and President at Dynamic Media

"As a keen observer of trends in travel PR, the current phenomenon of sports tourism emerges as a noteworthy force, akin to a cultural tapestry interwoven with the thrill of competition and the allure of exploration. The significance lies in the ability of sports to transcend borders, fostering a global community of enthusiasts who are not only passionate about their favorite teams but also eager to immerse themselves in new destinations hosting sporting events. Looking ahead, the future of travel PR seems poised for a dynamic shift towards sustainability and experiential storytelling.

Travelers are increasingly seeking authentic, eco-conscious adventures, and PR professionals are presented with the opportunity to weave narratives that align with these values. The rise of immersive technologies, from virtual reality to augmented reality, is likely to reshape how destinations are showcased, offering a glimpse into experiences that feel both real and aspirational.

In essence, the future of travel PR lies in the hands of storytellers who can harmonize the pulse of emerging trends with the timeless human desire for connection and discovery."

Showcase Sustainable Tourism Initiatives

Hammer Tsui, Travel Blogger at A Fun Couple

"As a travel expert, one significant trend in travel PR that stands out is the growing emphasis on sustainable tourism. Travelers are increasingly seeking eco-friendly and socially responsible experiences.

From eco-friendly accommodations to carbon-offset initiatives, there's a rising demand for destinations and businesses that prioritize sustainability. Looking ahead, I predict that sustainable tourism will continue to evolve, presenting opportunities for travel PR to highlight initiatives that promote environmental conservation, support local communities, and offer authentic, eco-conscious travel experiences.

As awareness of climate change and responsible travel practices increases, integrating sustainability into travel PR strategies will be essential for industry relevance and positive brand perception."

Market Actionable Journeys

Aiden Higgins, Senior Editor and Writer at The Broke Backpacker

"I am in a leadership position at my travel firm, and one of my professional duties includes overseeing public relations efforts using current market trends as my guide. One type of destination I am finding more and more people gravitating toward is the interest in specific activities, such as music and cultural festivals, and athletic events. It appears that it no longer is the beach that draws interested travelers, but actionable journeys that compel individuals to go to a new place to be entertained, educated, or simply to surround themselves in a different place other than home with those with whom they share an identity.

My company has found PR success promoting such events based on customer interest and social media followings. I believe keeping track of such socially relevant interests is the pulse of modern PR. Travel trends have a way of cycling back around, and of course, vacationers will always want somewhere warm to escape to when winter begins to suffocate them. However, travel companies should begin to craft the routine offerings of their press releases, brochures, websites, and social media to contain special events off the beaten path to secure future business and valued referrals."

Prioritize Flexible Cancellation Policies

Matias Rodsevich, Founder at PRHive

"One current trend in travel PR that I find significant is the emphasis on automated and flexible cancellation policies. In an era marked by unpredictability, the travel industry has responded to consumer needs by prioritizing flexibility in booking and cancellation procedures. This trend has gained prominence, especially due to the COVID-19 pandemic.

By offering automated tools that let travelers easily modify or cancel their plans, travel brands can build trust and loyalty among their customer base. Looking ahead, I predict that future travel PR opportunities will continue to revolve around enhancing customer experience. This may include further advancements in automated customer service, personalized travel recommendations, and approaches to safety and hygiene communication.

As the travel landscape evolves, PR strategies will need to adapt to meet the changing expectations and concerns of travelers."

"Off-The-Grid" Travel Offers

Michael Chen, Head of Growth at Notta

"One significant trend in travel PR is the rise of "digital nomad" destinations. These are places catering specifically to remote workers, offering amenities like high-speed internet, co-working spaces, and community events. This trend reflects the growing shift towards remote work globally.

Looking ahead, I predict a surge in "off-the-grid" travel PR. As people seek escapes from digital saturation, destinations offering disconnected, nature-immersive experiences will become more popular. Travel PR will increasingly focus on promoting these remote, tech-free havens as a way to recharge and reconnect with the natural world."

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